The survey found that 71% of 110 Nigerian respondents owned a Blackberry phone, while 29% did not. Of those who did not, 30.4% said they had other good phone brands, 23.9% cited high Blackberry phone costs in Nigeria, and 19.6% said they did not need a Blackberry currently. The majority of respondents who owned a Blackberry used it for socializing and communication. Most Blackberry owners subscribed to MTN and spent 1-7 hours daily on their phone, mostly using BBM/BIS or Facebook. Over half rated Blackberry service quality in Nigeria as satisfactory.

1. FACTBOUND RESEARCH
REPORT 2012
survey:
Blackberry
Penetration
in NIGERIA
A Report from FactBound Research Ltd,
member of MMCC Group.

2. BLACKBERRY PENETRATION IN NIGERIA
Executive summary
F
actBound Research Limited, a member of MMCC Group, carried out an independent
online survey on BlackBerry service penetration in Nigeria. The purpose of the survey is
to assess the level of BlackBerry Usage among Nigerians (age 15+), why some
respondents subscribed to BB service or why some did not, and to use the survey to measure
the quality of services offered by the Telecommunications companies offering BB services in
Nigeria. The respondents that are qualified to participate in the survey are ONLY Nigerians
of 15years and above and living in Nigeria. In the survey conducted ONLY online, data was
collected from respondents using the various data collectors (Facebook, Twitter, LinkedIn,
Email etc.) and questionnaire was used as the instrument of data collection. The survey was
conducted between 8th March, 2012 and 13th April, 2012 and a total of 110 respondents
answered and returned the questionnaire. The results generated from the survey are
summarised below:
About 71% of 110 Nigerian respondents age 15+ said “Yes”, that they owned and use
BlackBerry, while 29% said “No”, that they did not owned or use BlackBerry phone
·The survey reveals that 30.4% respondents said they do not use Blackberry phone because
they Have other phone brands that is as good as BlackBerry, 23.9% said the High cost of
BlackBerry phone in Nigeria made them not to subscribe to BlackBerry phone, while 19.6%
said they don't need Blackberry phone for now.
·The result also shows that, out of the 68 respondents who said Yes that they own or use BB
phone, 19.6% said they use BB for Socializing and Communication respectively, 15.3% said
they use it for Research/Education, 14.4% use BB for Connection with others, while close to
10% said they use it for Office Work.
The survey show that, out of the 71% of total respondents who use Blackberry phone; 24.3%
said using Blackberry phone has influenced their life in the area of Information Sharing,
21.8% said it has influenced their Networking life, while 19.3% said it has influenced their
Social Status.
30.8% of respondents who use Blackberry phone service said they spend an average of
1-3hrs daily on BB phone, 25.6% said they spend an average of 4-7hrs daily on their
Blackberry phone, while 24.4% said they spend an average of 8-11hrs daily.
The result also shows that BBM/BIS is the most popular application used by 28.1% of the
respondents who use Blackberry phone, followed by Facebook with about 23.1%
respondents saying they engage their time most on Blackberry. Also, 18.18% respondents
said they us their BB often for Email, while about 12% of them said they spend most of their
time using Twitter on Blackberry.
67.1% of the respondents who use or own Blackberry phone said they subscribe to MTN
service, followed by GLO with 15.2% of the respondents, 11.4% of the respondents
subscribe to AIRTEL service, while ETISALAT has the least respondents of 6.3% subscribing to
its BB service.
The survey reveals that 58.2% of the respondents said that the quality of BB service in
Nigeria is Satisfactory, 13.9% said the service is Unsatisfactory, while 21.5% of the
respondents remained Neutral in their opinion.
2 c FactBound Research Ltd 2012

3. BLACKBERRY PENETRATION IN NIGERIA
The result of the survey analysis shows that a total of 91.7% of the respondents attained
Graduate/Postgraduate as their highest level of Education, while 8.3% respondents
obtained High School/College as their highest level of Education attained.
About 56% of the respondents are Employed (Public or private), 20.2% respondents are
Self-employed; while 11.9% are Students. This implies that the high percentage of
respondents who subscribe to Blackberry service may be attributed to high percentage of
respondents who are employed because they are economically empowered to acquire it.
The analysis shows that 45.5% of the respondents fall within the age group (23-30 years),
followed by age group (31-38years) with 32.7% of the respondents. In summary, the age
groups 23-30 and 31-38 accounted for about 78.2% of the total respondents.
The gender composition of the respondents shows that 58.7% of the respondents are Male
while 41.3% are Female.
Background Information
Owning and using a Smart phone like Blackberry isn't a choice anymore — it's a business
and communications enhancement tool. The introduction of Blackberry smart phone into
the Nigerian economy by the Telecommunication companies, has transformed the way
government, businesses and organisations are run and have also changed the way they
relate, share and communicate with their publics, customers, stakeholders and target
audiences.
FactBound Research Limited, a member of MMCC Group, is conscious of this emerging
communication trend and therefore decided to conduct an online survey to ascertain the
level of Blackberry phone penetration and usage amongst Nigerians (15+). This is to
ascertain why some people subscribed to BB service or why some did not and to use the
survey to measure the quality of services offered by the Telecommunications companies
offering BB service in Nigeria. Also, to determine what influence some psychographic and
demographic parameters have on respondents in making a decision to subscribe to
Blackberry service or not.
Methodology
T
he survey was conducted between March and April 2012 purely online and it
involved using a questionnaire to collect data from Nigerian of age 15years and
above. Respondents to the online questionnaire were random as no actual number of
respondents was selected. The total number of respondents was determined only after the
deadline for responding to the survey has expired. Although, the survey respondents are
those who use and don not use Blackberry service, but it was limited to ONLY Nigerians
who resides in Nigeria.
3 c FactBound Research Ltd 2012

4. BLACKBERRY PENETRATION IN NIGERIA
Data Collection
The instrument of data collection was online questionnaire and various methods of
collection were used like Facebook, Email, Twitter, LinkedIn etc. This is to widen the scope of
collection and generate enough responses. Thus, a total of 110 responses were collected by
the end of the deadline for collection on Friday, April 13, 2012.
Survey Result: Fig 1: Do you own or use a
Do you own or use a Blackberry Phone? BlackBerry Phone
Respondents were asked whether they owned Yes
or use BlackBerry Phone. Out of the 97 No
29%
respondents that answered the question, only 69
(71%) said “Yes”,that they owned and use
BlackBerry, while 28 (29%) said “No”, that they did
not owned or use BlackBerry phone. The 71%
remaining fourteen (14) respondents did not
answer the question out of the 110 responses
received.
n=97
For the fact that the survey targeted both users and non-users of BlackBerry phone,
respondents were restricted to answering some questions based on their response to the
first question above. Therefore, respondents that answered Yes will proceed further to
answer questions 3-12, while respondents that answered No were only allowed to answer
questions 2, 9-12.
If No, above, why don't you use or own a Blackberry phone?
The survey shows that out of the 28 respondents who said No, different reason were
adduced for not using a BB phone. The result shows that 30.4% respondents said they do
not use BB because they have other phone brands that is as good as BlackBerry, 23.9%
said the High cost of BlackBerry phone in Nigeria made them not to subscribe to BlackBerry
phone, while 19.6% said they don't need Blackberry phone for now.( See details in the chart
fig. 2 below.)
Fig 2: Reasons why some respondents don't use or own a BlackBerry Phone
BlackBerry is mainly a business tool and I am not in a 8.7%
N.B: Response business.
total is more 6.5%
BlackBerry services in Nigeria are not good
than 100%
because of
cost of BlackBerry phone is high 23.9%
multiple
responses
( n=28) I don't need it for now 19.6%
I have other phone brand that is as good as 30.4%
BlackBerry
Others... 10.9%
4 c FactBound Research Ltd 2012

5. BLACKBERRY PENETRATION IN NIGERIA
If Which of the following do you use Blackberry for?
Respondents who answered Yes to question No. 1, above were asked what they use
Blackberry phone for? The result shows that, out of the 68 respondents who said Yes that
they own or use BB phone, 19.6% said they use BB for Socializing and Communication
respectively, 15.3% said they use it for Research/Education, 14.4% use BB for Connection
with others, while close to 10% said they use it for Office Work. See details in the chart Fig.
3 below.
25.0% Fig 3: What respondents use their BB Phone for?
% of Respondents
20.0%
19.6% 19.6%
19.6%
15.0% 15.3%
14.4%
10.0%
8.6% 9.5%
5.0% 6.7% 6.4%
0.0%
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N.B: Response total is more than 100% because of multiple responses (n=68)
Which aspects of your life do you think using Blackberry phone have influenced the most?
The result of the survey show that, out of the 71% of total respondents who use Blackberry
phone; 24.3% said using Blackberry phone has influenced their life in the area of
Information Sharing, 21.8% said it has influenced their Networking life, while 19.3% said it
has influenced their Social Status (see details in the chart fig.4 below)
Fig 4: Areas of life of respondents influenced by using BlackBerry phone
25.0%
24.3%
% of Respondents
20.0% 21.8%
19.3%
15.0%
13.6%
10.0%
5.0% 6.6%
4.5% 4.9% 4.9%
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N.B: Response total is more than 100% because of multiple responses (n=68)
5 c FactBound Research Ltd 2012

6. BLACKBERRY PENETRATION IN NIGERIA
How many hours on the average daily do you spend on your Blackberry?
Respondent who owned and use BlackBerry phone were asked how many hours they spend on
average daily. The result shows that 30.8% said they spend an average of 1-3hrs daily on phone,
25.6% said they spend an average of 4-7hrs daily on their Blackberry phone, while 24.4% said they
spend an average of 8-11hrs daily on their Blackberry phone. (see details in the chart below).
Fig 5: Average no. of
1-3hrs hours spent by
30.8% 4-7hrs respondents on
8-11hrs BlackBerry daily
24.4% 24.4%
24.4% 12-15hrs
24/7
25.6%
n=68 respondents
Of the number of hours you spend daily on Blackberry, which of the following applications/tools
do you use most often?
The result also shows that BBM/BIS is the most popular application used by 28.1% of the
respondents who use Blackberry phone, followed by Facebook with about 23.1%
respondents saying they engage their time most on Blackberry. Also, 18.18% respondents
said they us their BB often for Email, while about 12% of them said they spend most of their
time using Twitter on Blackberry. See the chart below:
Fig 6: Applications/tools that respondents use often on blackberry
30.0%
% of respondents
25.0%
20.0%
15.0%
10.0%
5.0%
BBM/ Face
BIS book Twitter Linked Skype Yahoo Email Games Others
in Msger
% of respondents 28.1% 23.1% 12.0% 1.7% 0.0% 7.0% 18.2% 2.5% 7.4%
N.B: Response total is more than 100% because of multiple responses (n=68)
6 c FactBound Research Ltd 2012

7. BLACKBERRY PENETRATION IN NIGERIA
Which of the following Blackberry service providers do you subscribe to? (Pick ONLY one)
In order to know which the market share of the Telecommunications operators in the
provision of Blackberry service, respondents were asked to choose which BB providers they
subscribe to.
The result shows that a total of 67.1% of the respondents who use or won Blackberry phone
said they subscribe to MTN service, followed by GLO BB service with 15.2% of the
respondents, 11.4% of the respondents subscribe to AIRTEL BB service, while ETISALAT has
the least respondents of 6.3% subscribing to its BB service.
Fig 7: which blackberry service providers respondents subscribe to
6.3%
11.4% MTN
GLO
15.2% AIRTEL
67.1%
ETISALAT
Comparing your experience in using Blackberry services to other communication tools, how would
you rate the quality of your BB service providers in Nigeria?
The survey reveals that 58.2% of the respondents said that the quality of BB service in
Nigeria is Satisfactory, 13.9% said the service is Unsatisfactory, while 21.5% of the
respondents remained Neutral in their opinion.
Fig 8: How respondents rate the quality of BlackBerry phone service in
NIgeria.
60.00% 58.2%
% of respondents
50.00%
40.00%
30.00%
21.5%
20.00% 13.9%
10.00% 5.1% 1.3%
0.00%
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7 c FactBound Research Ltd 2012

8. BLACKBERRY PENETRATION IN NIGERIA
RESPONDENTS' DEMOGRAPHICS COMPOSITION
An analysis of all the respondents' demographic composition was carried out on the following
parameter: Education, Economic status, age and sex.
Fig 7: level of education
Respondents' highest level of Education? of respondents
The result of the analysis shows that a
total of 91.7% of the respondents attained
Graduate/Postgraduate as their highest Graduate/
level of Education, while 8.3% respondents post graduate
obtained High School/College as their highest
level of Education attained. The high percentage High school/
of respondents who said they attained Gradu- college
ate/Postgraduate education may be a deciding n=109
factor in acquiring a Blackberry phone.
Economic Status of Respondents?
Economic status plays a major role in making some life decision. Therefore, respondents were
asked to state their economic status which can affect their decision to subscribe to Blackberry or not.
The outcome of the analysis reveals that, about 56% of the respondents are Employed (Public or
private sector), 20.2% respondents are Self-employed; while 11.9% are Students (see details in
the chart below-fig.10). Thus implies that the high percentage of respondents who subscribe to
Blackberry service may be attributed to high percentage of respondents who are Employed
because they have economically empowered to acquire it.
Fig 10: economic status of respondents
artisan/ technician
business man/ woman
others
self-employed
student
employed
(private or public)
% of respondents
n=109
8 c FactBound Research Ltd 2012

9. BLACKBERRY PENETRATION IN NIGERIA
Age composition
The analysis shows that Fig 11: age composition of respondents
45.5% of the respondents
fall within the age
group (23-30 years),
followed by age group
(31-38years) with 32.7% of
the respondents. In summary,
the age groups 23-30 and 31-38
accounted for about 78.2% of
the total respondents. This is so
because the age groups are the
most youthful, active, virile,
technology-savvy, upward-mobile
and educated of the Nigerian
population.
Gender Composition
The gender composition of the respondents show that 58.7% of the respondents are Male and
41.3% are Female. This means that there are more Male Nigerian adults who subscribe to
Blackberry phone service than their Female counterparts.
Fig 11: Gender composition of respondents
Male
41.3%
58.7%
Female
9 c FactBound Research Ltd 2012

10. BLACKBERRY PENETRATION IN NIGERIA
Whilst every effort has been taken to verify the accuracy
of this information, neither FactBound Research Ltd.
nor the sponsors of this report can accept any responsibility
or liability for reliance by any person on
this white paper or any of the information, opinions or
conclusions set out in the white paper.
10 c FactBound Research Ltd 2012

11. BLACKBERRY PENETRATION IN NIGERIA
USA
MMCC Inc. The Coporation
333 Nostrand Avenue
1st Brooklyn, NY 11216
New York.
www.mmccgroup.com
NIGERIA
AMMA House, Plot 432, Yakubu J Pam Street,
(Opposite National Hospital) Central Business District,
Abuja, Nigeria
+234 9 8700140
info@mmccgroup.com
11 c FactBound Research Ltd 2012